11 Proven Tips for Successful Instagram Ads

An effective Instagram campaign incorporates key elements like storytelling, eye-catching visuals, and engaging audio. Here’s what our experts say you need to create a successful campaign on the popular social media platform today.

There are plenty of reasons to add paid social ads to your digital marketing strategy if you haven’t already.

As of 2024, Instagram has over 2 billion monthly active users, making it one of the largest social media platforms.

What’s more, approximately 60% of users say they discover new products on Instagram, underscoring its potential for brand awareness, visibility, and customer acquisition for small businesses and global brands alike.

Not only that, but Instagram boasts the highest engagement rate among major social media platforms, averaging 1.22% for feed posts and 2.24% for Stories. (In comparison, Facebook ads garner around 0.08%.)

In addition to being one of the more affordable digital ad types out there, they’re also a highly effective way to meet your audience where they often already are.

The success of your next paid social media marketing (SMM) campaign isn’t just about picking the right hashtag — it depends on factors like your ads themselves, your target audience, and how much you can invest in the process.

Below, digital marketing expert and HawkSEM Paid Media Manager Natalie Hughes lets us in on her top tips for creating Instagram campaigns — and what mistakes we should work to avoid.

These days, the average cost per click (CPC) on Instagram is between $0.40 and $0.70. (Image: Unsplash)

11 tips for successful Instagram ads:

1. Know the key ad types

Paid Instagram advertising goes well beyond single-image ads that appear in the user’s feed. To take full advantage of the opportunities, you need to know what’s available.

• Story ads: Ads appearing organically in between a user’s Instagram Story posts
• Image or photo ads: The standard in-feed ads
• Video ads: Videos that start playing automatically in the user’s feed
• Carousel ads: Ads consisting of several photos or videos for users to swipe through
• Collection ads: Ads allowing the user to buy the product directly from the platform instead of being led to an external website
• Shopping ads: Ads that take users to product description pages within the app
• Paid partnerships: Appear as “paid partnership with (brand name and tag)” in an influencer’s post
• Explore ads: Ads that appear when users click on a photo or video in the “Explore” section

Pro tip: Before diving into these #Insta marketing tips, make sure your company’s profile is an Instagram Business Account, not a personal Instagram account. A business profile offers insights into your audience, posts, and ads that help set your Instagram marketing efforts up for success. 

2. Set the right budget

Here are some of the IG ads cost metrics and pricing info you should know:

• Cost per Thousand Impressions (CPM) on Instagram typically ranges from $0.01 to $4.
• Cost per Click (CPC) averages between $0.40 and $0.70, according to the most recent data.
  • With a destination landing page URL, Instagram CPC reportedly ranges from $0.50 to $0.95.
• Cost per Action (CPA) tends to be lower on Instagram for conversions, as its visually-driven content encourages quicker decision-making from users.

The cost, however, depends on multiple factors and may go up to several dollars per click. An auction bidding system determines when your ads are posted in the place you want them most.

Similar to other ad platforms, you need to set the budget and submit a bid. During the auction, the app determines which ads are the most valuable and relevant for the users and selects a winning bid. It’s guided by factors such as:

• The bid size
• How likely the viewer is to take actions your bid is optimized for
• The perceived quality and relevance of the ad

The cost of your bid can also depend on:

• Demographics of your target audience — Especially if you’re building a custom audience targeting and trying to reach multiple demographics, it’s important to understand your targeting options and how each group is likely to engage with your ads, as it will vary.
• Timeframe of ad posting — When more users are on the social media platform, it will result in more competition (and higher bids) for ads to be shown to prospective customers. The CPC for ads can also fluctuate at different times of the year as brands readjust advertising strategies or with changing seasons.
• Type of ad and ad placements — With the varying types of Instagram ad types, it’s not surprising that your CPC is impacted by the type of placements you choose.

Pro tip: Creating lookalike audiences is a targeting tactic you can use for paid social ads on platforms like Instagram and LinkedIn. It allows you to target users with similar interests and online behaviors to deliver ads to – learn more about lookalike audiences here. 

(Image: Intuit Instagram video ad screenshot)

3. Prioritize video content

“A static ad strategy won’t cut it anymore,” says Hughes. Instead, she suggests marketers focus on creating dynamic video content, including user-generated content videos, or UGC (more on this below).

“Tools like Canva and Meta’s generative AI video advertising can help transform still images into engaging motion assets, making your ads more captivating,” she adds.

Pro tip: Instagram video ads have an average completion rate of 75%, indicating that users are more likely to watch these ads in full compared to static Instagram posts. With the platform shifting towards short-form content, Instagram ad formats like Reels and Stories can lead to higher brand recall and influence purchasing decisions, according to Hughes.

4. Split-test your ads

It’s hard to pinpoint the perfect Instagram ad design from scratch. What may have worked for other SMM channels could fail on this particular platform.

That’s why it’s best to split or A/B test several ad designs simultaneously to see which one gets the most clicks.

You could test and adjust elements like:

• Call-to-action (CTA) ad copy wording
• Image placement
• Video length
• Ad creative
• Colors
• Text and element positioning

Hughes suggests experimenting with diverse ad formats. Regularly run Instagram ads to A/B test different ad formats, such as carousel ad sets and Stories ads, to determine which resonates best with your audience.

To make sure your ads look appealing, you need to learn the parameters. (Image: Unsplash)

5. Cater your ads to the platform

Most Instagram viewers aren’t looking for highly polished, professional-looking ads. When you “stick” the ad into a user’s feed, you want it to look as organic as possible while they’re scrolling.

That’s why it’s a good idea to use real-life situations and backgrounds to promote your products.

The “hero” (buyer persona) in your ad should appear in a situation your target audience can relate to. Don’t worry about going out of your way to shoot an impeccable video if you don’t have the budget or bandwidth.

Rather, focus on making your ad look as close to what your buyers see in their daily feed as possible. Just make sure to keep the overall quality high (no pixelated or blurry imagery).

6. Learn the proper ad specs

Each Instagram ad type comes with certain size requirements. To make sure your ads look as appealing as possible, you’ve got to learn the parameters.

Technical requirements for Instagram Feed ads

Images: 

• Minimum width: 500 pixels
• Minimum aspect ratio: 400 x 500
• Maximum aspect ratio: 191 x 100
• Recommended ratio: 1 x 1

Videos: 

• Video length:  1 second to 1 hour
• Minimum width: 500 pixels
• Minimum resolution: 1,080 x 1,080 pixels
• Recommended ratio: 4:5

Carousel:

• Number of Carousel Cards: Minimum of 2, maximum of 10
• Maximum file size: video – 4GB, image – 30MB
• Video length: 1 second to 2 minutes
• Recommended ratio: 1:1

Technical requirements for Instagram Stories ads

Images: 

• Maximum file size: 30MB
• Minimum width: 500 pixels
• Recommended ratio: 9:16

Videos:

• Length of video: 1 second to 1 hour
• Minimum width: 500 pixels
• Recommended resolution: 1,080 x 1,080
• Recommended ratio: 9:16

Hughes says short video content, typically between 5 to 15 seconds, tends to perform best, with average viewer retention rates ranging from 15% to 30%.

This means brands have only 1 to 4 seconds to make a compelling impact, making the initial moments crucial for capturing attention.

Technical requirements for Instagram Explore ads

Images: 

• Minimum resolution: 1080 x 1080 pixels
• Minimum width: 500 pixels
• Recommended ratio: 9:16

Videos:

• Minimum resolution: 1080 x 1080 pixels
• Maximum file size: 4GB
• Video length: 1 second to 1 hour
• Recommended ratio: 4:5

When advertising in Instagram Explore, both your image and video ads will follow the same format as the Instagram Feed ads listed above. Instagram Explore ads are an excellent way to introduce your brand, products, or services to new users.

Explore is a section that shows content across the social media platform related to a person’s interest.

Therefore, having your ads show within the organic content in a person’s Explore section allows you to connect with your target audience.

If your image or video specs are wrong, the app will crop them according to its needs. This could inadvertently turn your perfectly-designed ad into something confusing, sloppy, and ineffective.

Instead, try to maximize the usage of the available space as much as you can and make use of every pixel allowed by the app.

Pro tip: Instagram’s design recommendations include using a .jpg or .png file, uploading the highest resolution image available, and keeping in mind that only two rows of text will automatically display.

7. Take full advantage of user-generated content

User-generated content (UGC) is a highly efficient Instagram marketing tool. In fact, 79% of people say UGC highly impacts their purchasing decisions.

This piece of content can turn into a priceless ad with word-of-mouth benefits.

You can get UGC by working with a content creator platform that can pair your brand with potential creators who will make custom content for you in exchange for products or services.

Alternatively, when your customers take photos and videos of themselves using or recommending your product, you can ask the creator for permission to repost this content on your page.

Pro tip: Leveraging partnership ads and user-generated content can significantly enhance a campaign, especially for brands that may have limitations in video production capabilities. Hughes says collaborating with content creators or encouraging customers to share their experiences creates authentic content that resonates well with audiences.

(Image: Industrious Instagram ad screenshot)

8. Understand your audience on the platform

Instagram is a dynamic environment, and tons of content is being posted every single day. That means that to continue grabbing attention, understanding your target audience is crucial.

“Create relatable content that resonates with them, as users are more likely to engage with ads that reflect their interests and experiences,” Hughes suggests.

She adds that Instagram enables brands to connect with their target audience by telling compelling brand stories through engaging content. The platform allows businesses to reach new potential customers and retarget Instagram users who have previously engaged with their content.

This capability allows brands to promote special offers and guides conversions through tailored messaging aimed at these engaged users.

Pro tip: Hughes says Instagram is particularly effective for reaching Gen Z (approximately ages 18-24) and Millennial audiences (approximately ages 25-34), with audience demographics showing a fairly balanced reach between men and women.

9. Foster a healthy organic strategy

“High-engagement organic posts can significantly boost your paid ads,” says Hughes.

She recommends using well-performing organic content to fill content gaps and enhance your overall ad strategy.

If you’re only posting advertising content, your page may be more likely to get buried in the algorithm or seen as not as authentic compared to competitors who post organic content along with paid ads.

10. Leverage Instagram Insights

A regular analysis is the pillar of your Instagram Ad campaign. Luckily, Facebook Ads Manager (aka Meta Ads, since Meta owns Facebook and Instagram) has several useful tools to help track your ad performance.

You can also monitor ad performance directly using Instagram Insights.

“Analyze data to identify successful trends, allowing you to streamline your content needs and enhance future campaigns,” Hughes says.

As a reminder, the increase or decrease in conversions isn’t always an indication of your campaign’s quality. By keeping track of a variety of metrics, you’ll know which ads deserve an extra budget and which tactics need to be dropped.

11. Consider Instagram Shops

“Set up your Instagram Shop effectively to streamline the shopping experience,” says Hughes.

“This can lead to better performance, as users often explore products on Instagram before visiting your website to learn more and purchase.”

She adds that, with over 130 million users tapping on Instagram shopping posts every month, brands that leverage shopping ads can significantly boost their conversion rates.

Integrating product tags in posts and Stories also enhances user experience and simplifies the purchasing process.

Pro tip: In addition to facilitating direct purchases, Instagram fosters a sense of community that helps brands build social credibility, according to Hughes. Brands can connect with their consumers and followers by engaging in comments, sharing UGC, and posting buyer stories to enhance brand loyalty and cultivate a deeper relationship with the audience.

8 Instagram ad mistakes to avoid

There will always be a certain amount of trial, error, and unknowns when it comes to campaigns, especially on paid social.

However, these are the common mistakes Hughes has seen, so you can avoid falling into the same traps.

1. Jumping on every trend

It can be tempting to dive into every trending challenge or meme, but this risks diluting your brand’s identity. Instead, assess whether a trend aligns with your values and resonates with your audience before jumping in.

Your time is likely better spent creating more evergreen content that speaks to your audience rather than chasing fleeting trends.

2. Creating overly promotional content

Ads that come off as too sales-driven can alienate users. Instead, aim to provide value through storytelling or educational content that feels organic and integrates smoothly into users’ feeds.

3. Ignoring audience engagement

Failing to interact with your audience means missing out on building a loyal community. Don’t forget to use Instagram features like polls, quizzes, and question stickers to encourage interaction and gather feedback from your followers.

4. Failing to optimize for mobile

Since Instagram is primarily accessed via mobile devices, ensure your ads are visually appealing and easily viewable on small screens. Use high-quality visuals and keep text readable to enhance user experience.

5. Overcomplicating messaging

Keep your messaging clear and concise. Avoid lengthy narratives and focus on key points using Instagram’s creative tools to emphasize important information without overwhelming the visuals.

6. Failing to monitor performance

Regularly analyze ad performance using Instagram Insights. Understanding what works and what doesn’t is essential for refining your strategies and improving results.

7. Using automatic placements without appropriate content

If your content doesn’t suit all placements, avoid using automatic placements, as this can waste ad spend. Always check how your visuals look across different placements to maintain quality.

8. Being inauthentic

If you’ve defined your brand well, then you know your core values, voice, and tenets. As such, followers can usually tell when you stray from these values. While artistic borrowing is always part of advertising and creating, straight copying or doing something off-brand is usually ineffective.

The takeaway

To build a successful Instagram Ad campaign, you need to learn all the little nuances and take advantage of the majority of available options.

As a social media channel, Instagram offers tremendous conversion opportunities. Take advantage of these practices and you could turn a scroll into a sale.

Looking for more social media marketing advice? You’ve come to the right place.

This article has been updated and was originally published in May 2020.